No kidding: Children call the shots in fashion wear, Published in Dainik Jagran Cityplus, July 31, 2009

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http://previous.jagrancityplus.com/storydetail.aspx?articleid=15292&editionid=173&catgid=6&cityid=2

No kidding: Children call the shots in fashion wear

 

 

 

If someone says fashion is all about men and women's wear, they ought to be kidding, literally.
Children's fashion is no child's play. It is a big industry because kids are as fashion conscious as adults. In your childhood there must have been a few instances when you must have thrown tantrums over some frilly dress that caught your fancy. Nowadays, the story is different. As a parent you may burn your pocket on getting a dress that you think would suit your child but if she/he decides that it not 'wearable' it won't even be touched! 
But the blame does not go entirely to genxers because even yesteryear kids and today's parents want their children to dress smartly right from birth.
Responding to the huge demand there is a market full of a variety of dresses in formal, casual, Indian, Western, Indo-Western fusion, etc. Accessories like shoes and purses are also a big business.
In fact, kids' wear is many times more expensive than adult wear. You will get a shirt for as low as Rs 100 at a local garments shop, but a children's wear does not even come close in the 'lowly' amount.
Almost all major stores, be it low-cost ones like Big Bazaar and Vishal or high-end ones like Westside and Shopper's Stop have a dedicated corner for children and infant wear. Then, there are exclusive children's wear shops like Lilliput, Kids Kemp and the like.
A family arguing what dress to buy for dear daughter is just one instance of how the kids know their mind. While Shreya and her mother wanted to buy a mini-skirt, her father had selected one of medium-length. Shreya tried to convince papa saying, "Come on papa, I want the mini skirt. This trend is in now."
Media has a big role to play in the increasing popularity of children's fashion, be it television, films or kids' fashion shows. With child actors or celebrities getting so much media attention and designers designing exclusively for them, today's kids are becoming all the more fashion conscious.
Parents are all the more excited to make celebrities out of their children. "My son participated in a local fashion event and he won the 1st runner-up prize. I always search classified ads to look for such ads," says Renu Shah proudly.
Rajesh Chandola was stunned when one day his daughter said, "I need a backless dress like Kareena Kapoor. She looks sexy in that." 

VARIETY IS THE WORD: Cityplus looks at some fashion trends for children

Girl's wear: There is an enticing range of girls' apparel, including shirts, trousers, t-shirts, skirts, long skirts and others.  
In tops there are a variety of styles like sleeveless, knitted, fancy, V-neck, hooded, round neck, tank tops, short sleeve, striped. 

Jeans: If your daughter loves to dress up in stylish jeans there are lots of brands like True Religion, Diesel, Seven, Lucky Brand and more. You will get designs like straight-legged, boot cut, slim fit or capri girls' jeans. 

Pyjamas: For nightwear too, there are pyjama sets, nightgowns, robes, nightshirts and other jammies in pretty colours and prints.  

Special occasion dresses: Whether it's wedding day or school day, there is a dress for every occasion like empire waist dresses, jumpers, patchwork dresses, wraps, drawstring dresses, pleated dresses, adjustable spaghetti straps etc.  

Tunics: Aesthetically designed and intricately carved, there is a wide range of tunics available in numerous styles, colours and manufactured as per latest trends.  

Boys' dresses: Even the boys' section has a wide range of variety like capris, t-shirts, shirts, shorts, jeans, pants, jackets, Spiderman suit, formal and casual, tuxedos.

—Kakoli Thakur

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